ESCP Europe Business School
Login Signup          Sitemap

CMC Blog

Posted by Marie Taillard - @marietaillard at 9:59 - 0 Comments

A recent Marketing Week article covering our June Big Data and Creativity Conference features the case study of the Caravan Club and the issues it faces in dealing with the large quantities of data it generates.  According to Tony Lewis, their Head of Member Marketing, they find it difficult to squeeze out the full value of the data collected from different sources.  I really liked his comment that "not until you work out what shape to mould it into, does it take any shape and make sense." 

The sculpture metaphor is particularly apt and captures much of the thinking that came out of our Conference.  I couldn't have said it better myself: it really is about creativity and art!  Whether it's about deciding what data to collect, what questions to ask of the data,  how it will be used, how to interpret it or how to communicate it, it really is a question of "moulding" it into a valuable, actionable resource.  It's about taking rows of numbers and turning them into real-life insights into human emotions and preferences; it's about inferring intentions from behaviours, trends, oddities, contradictions.  Without the touch of the sculptor, the data remains like cold, damp clay: inanimate, uninspired and of little value.

Another perspective in the Marketing Week article comes from Marie Myles, Director of Analytics and Consulting at Experian Marketing Services.  She points to the hype surrounding Big Data and compares it to the fate of CRM systems in many companies.  The potential is there, but the plot gets lost when ownership is left in the hands of IT professionals.  Trust me, I have nothing against IT professionals!  They're the ones who make it possible for us to get our hands on the data in the first place.  But in the same way that we don't have newspaper printers create advertising campaigns, we need to bring data to those who can not only mould it, but also use it!  Data belongs in the decision-making process.  This point was driven home repeatedly during our one-day conference.

Speaking of process, specifically, creative process - are we talking "top-down" or "bottom-up"?  Do we start with a burning business question and find the data that helps answer it, or do we find nuggets of data that help make intelligent business decisions?  Well, it seems that great artists work both ways.  Sometimes inspiration comes from beautiful material, other times it's driven by a clear vision of the finished masterpiece.  My experience is that the same goes for data - top-down, or bottom-up - both can deliver great results.

When we first set out to organize our Big Data and Creativity Conference, we were met with some skepticism - Big Data and Creativity??? Well, not only did the subject resonate strongly with our guest speakers, but I'm encouraged to see that people like Tony Lewis and Marie Myles are confirming our hunch - once you migrate it beyond the realm of pure analytics and add a sprinkle of creativity, Big Data opens up a world of insights for creative marketers looking to better understand their customers and to make better-informed decisions.

Latest comments

There are no comments yet. Be the first to comment this post!

Comment

Captcha
Get Social & Share

Instagram

Latest from CMC Blog
Most active posts
How to Build a Billion Dollar App - 7 Comments
Posted by Creativity Marketing Centre @Creativitymktg
at 24/06/2015 7:49
Who's creative, who's not? - 3 Comments
Posted by Benjamin Voyer
at 09/11/2012 10:00
‘Growth hacking’, the new marketing trend in startups - 3 Comments
Posted by Vishal Kapadia - @vishkap
at 05/11/2012 15:10
The Vicious Spiral of Consumer Expectations of Creative Brands - 2 Comments
Posted by Benjamin Voyer
at 07/01/2013 12:45
Are retail stores dinosaurs? - 1 Comments
Posted by Minas Kastanakis
at 15/03/2013 10:37
Kristine de Valck, dry chicken, and paintball - 1 Comments
Posted by Tom van Laer - @tvanlaer
at 05/03/2013 16:18
Shakespeare was wrong - 1 Comments
Posted by Peter Stephenson-Wright
at 12/02/2013 13:50
How should companies respond to stories in social media? - 1 Comments
Posted by Tom van Laer - @tvanlaer
at 19/11/2012 11:50
Value as process - 1 Comments
Posted by Vlad Glaveanu
at 16/11/2012 11:31
Latest posts
12th Annual London Campus Careers Fair our biggest yet!
Posted by ESCP Europe Business School
at 06/10/2017 6:14
ESCP Europe Business School (London) shortlisted for UK Business School of the Year
Posted by ESCP Europe Business School
at 07/09/2017 11:08
L’Oréal & BigPicture2017 : Shape the Future of the Industry of Beauty
Posted by ESCP Europe Business School
at 12/05/2017 6:33
Latest comments
On How to Build a Billion Dollar App by Free FIle Hosting
Tags

Anything in here will be replaced on browsers that support the canvas element

Authors